Identify what fits for your brand, and you’ll have a clearer path ahead in all of your branding and marketing strategies.

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Adjacent, but not identical, to the “Big Five” personality traits, the five dimensions of brand personality are sincerity, excitement, competence, sophistication, and ruggedness. While every brand lies somewhere on the spectrum for each one of these attributes, the most enduring brands largely emphasize just one primary trait and optionally one secondary trait.